Copyright 1998 by SAS Institute
Where does CRM come from ?
• First generation of Database Marketing (70-80s)
– Direct marketing activities
– Predict response rate / reduce cost, generate target flat files
➪Tactical
• Second generation of Database Marketing (90s)
– All marketing activities
– Reduce acquisition cost and improve retention
– Technology : Relational database, analytical tools, data
warehousing
➪Strategic
Source: Modified from Gartner group
